Zagorka SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1143

SWOT Analysis of Zagorka with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Heineken International




Food and Beverages

Tagline/ Slogan

Bulgarian beer on a world-class level.


Clear distinctly coloured brown to violet body with small ivory head.



Urban women preferring a nice hangout beverage

Target Group

Urban women from the upper middle class


It comes with pure ingredients and excellent quality at an affordable price.

SWOT Analysis


1. The characteristic aroma and unique flavor of each brew cater to every taste and social occasion.

2. It comes in 6 distinctive varieties catering to different segments.
3. Most preferred beer in Bulgaria.

4. The strong distribution network of the parent company.


1.Poor presence globally. It has been unable to replicate its success in the global market.
2.Strong competition means b rand switching is high and hence lesser loyalty


1. There is an increased awareness regarding the benefits of low-alcohol beverages.
2. Fair trade laws have made is easier for brands to expand internationally.
3.The parent company has a global presence & is also well reputed.


1.Tough competition from existing players & new players alike.
2. Rising prices of raw material such as wheat, barley etc.
3. The beer industry is going through a slowdown since the past few years.

4. Legal issues in the past have dented the brand image.



1.Bud Light
2.Miller Lite
3.Coors Light

The table above concludes the Zagorka SWOT analysis along with its marketing and brand parameters.


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